With big data it is indeed possible to do good marketing.

Good marketing is pushing the right goods/information to the right user at the right time. The four elements of time, place, state and people are missing in a good marketing program. Big data is the information used to characterize these four elements, which is what we often refer to as user labels, also called user profiles. In order to make a good marketing program as much as possible, the advertiser needs to know as much as possible about her potential customers - quantitative data from CRM, qualitative data from questionnaire research and even feedback data from the placement. These data combine to form the advertiser's perception of her users.

When we have big data, the first thing we need to do is to extract attributes that can describe the four elements, including the user, which are usually categorized into marketing labels, business intent labels, scenario labels, and basic attributes. At this point advertisers need to identify the tags that describe their potential customers from these tags - so building their CRM is a necessary step for advertisers to make a good marketing decision. With all of this in place, advertisers can start wiping their eyes as they look for platforms that have real data management capabilities.

Marketing is a process, not a result. Good marketing gradually allows advertisers to build up their user base -- you can think of them as members. When you've built up your user base to a certain point, every time you market to your own CRM members is precision marketing - it's your own customers.

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